1. INTRODUCTION

F or many companies, marketing plays a vibrant and a vital role in the strategic planning process. Even though marketing positions are incorporated in corporate level, most of them are represented at the functional level of an organization (Chawla, 2003). Kotler and Keller (2008) outlines the core definition of marketing, which says that ‘Marketing is the analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives”. Marketing can be described as a strategy based analysis on planning that are used to combine experience, education and perspectives of the whole management team of the organization effectively by all means of developing focus in management and competitive advantage in the market arena. Gilligan and Wilson (2009) define Strategic Marketing Planning as “a typical development of strategies that are based on the planning team’s assessment of the market and perceptions of managerial expectations and organizational capabilities”. Therefore, the nature of strategic marketing planning and the development of the marketing plan show an in-depth understanding of the knowledge of thinking about the organization’s environment, managerial objectives, organizational capabilities and things that affect the process of planning and implementation.
This report highlights the different perspectives of writers with regards to the perspectives taken by Kare- Silver on tactical and strategic marketing. An extensive, in-depth analysis and understanding of competitive advantage, marketing excellence and its research, organization’s market environment and the significance and focus on segmentation and differentiation with the help of models and theories has been highlighted with regards to the companies that has